The Marriage of Market Research and Market Analytics

Presented by Rhonda Knehans Drake at a market Research Association dinner
held in New York City, February 16, 2011

This presentation focuses on the past, present and future of market analytics as it related to market research; How these approaches to understanding the customer are converging; Exploring how information provided by customers on social media sites can be leveraged to understand many questions traditionally addressed by primary research; and concluding with a description of a Next Generation Customer Database in which purchasing behavior and customer attitude and opinions are converged with some of the implications for the market research function.

To view the presentation as a pdf file, click here.

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